You are the manager of a company that has pioneered a new kind of salsa for chicken that has…

You are the manager of a company that has pioneered a new kind of salsa for chicken that has taken the market by storm. The salsa’s differentiated appeal has been based on a unique combination of spices and packaging that has allowed you to charge a premium price. Within the last 3 years, your salsa has achieved a national reputation, and now major food companies such as Kraft and Nabisco, seeing the potential of this market segment, are beginning to introduce salsas of their own, imitating your product. 1. Describe the industry environment in which you are competing.

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